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New to Google Analytics?  Confused by all the data and metrics?  You are not alone.

We summarized the Top 5 Google Analytics Metrics to help you navigate swiftly through all that data!  Each of these tools can be easily driven down by date and have customizable filters.

Here are our top contenders, in no particular order:

1.     Audiences

This report provides insight into the characteristics and demographics of your website users. These can be broken down by Demographics, Interests, Location, Behavior, and more.

Google Analytics provides you the opportunity to define audiences and explore their behavior over time. For example, an audience might be current customers or something more detailed such as customers who viewed Page A and then returned three days later to purchase the product. Once you define an audience, you can apply it to your Analytics reports to explore their behavior in response to your marketing strategy. 

Google Analytics Screenshot of Audience Overview
2. Behavior

The Behavior report allows you to measure how your website is being viewed and engaged with. You can compare New vs. Returning visitors, Frequency & Recency, and Visitor Engagement.

I particularly like to use the New vs. Returning feature to gauge the effectiveness of an ad or social post that directs traffic to our website. I can see a spike in visitors once starting a campaign, and then drill down to get further demographic and session information. The more we know about our users’ behavior, the better prepared we are to make improvements and updates on our website and mobile applications.

Another piece of the Behavior tab in Google Analytics is Behavior Flow. This report shows where users start on the website, where they interact, and where they drop off. If many visitors are dropping off on page X, that page may need some attention. 

Google Analytics Screenshot of Behavior Flow
3. Conversion Goals

Conversion Goals allow you to measure how well your website fulfills its objectives. You can set up individual goals to understand how visitor segments are performing. Goals are extremely important to help you understand how your campaigns perform. Examples of goals could include making a purchase on an eCommerce site or submitting a contact form for lead generation.

Google Analytics Screenshot of Conversion Overview
4. Acquisition

As a marketing specialist, the acquisition tool is one of my favorites! This section tells you where your visitors are coming from. Are they hitting your website from a direct search online, social networks, or website referrals?

This information is critical in determining which marketing strategy best suits your audience to bring the most visitors to your website or campaign. For example, if most of my website views are coming from social media, a Facebook Ad would be more beneficial than a Google Search Ad.

Google Analytics Screenshot of Acquisition Overview
5. Benchmarking

This Google Analytics report compares your website’s performance against your industry peers. There are over 1,600 industry categories to choose from as well as geographic and traffic size filters to ensure you are comparing against similar industries.

Benchmarking data is available for Channel Grouping, Location, Device, Sessions, Pages, Bounce Rates, and more. This tool helps your business set measurable website performance goals.

Google Analytics Screenshot of Benchmarking

If youre interested in learning more or getting Google Analytics set up on your website, please dont hesitate to reach out to me at [email protected]. I am the content marketing specialist here at Right to Evolve and have years of experience with content strategy and marketing, analytics, email marketing, social media, and much more. Contact us for other project inquiries at [email protected]. 

Happy Analyzing!
– Krista 

View My Bio 

Krista Woodford, Marketing Specialist